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What is PYL?
Transcript of What is PYL?
Image by Tom Mooring
3. Future Development
1 Change target
From too broad target 2030, young people to NEW 30s!
2 Change Brand portfolio
From I 30 Veloster and I40 to I 30 Veloster, Genesis Coupe and one leading model (SUV)
3. Change brand perception
PYL Web page
Problem 1: Targeting
was too broad
From Young People,
Opening of new flagship
store in Gangnam
on May 9, 2014
2. Sale Personnel Development
It was great commercials and promotions to
With one message through
various Media to NEW TARGET
Long term future plan (To-be)
Resource: Korean Automobile Manufactures Association
Show continuous decrease
Domestic sales of Korean cars diminished by 4.3% in general
Hatchback sales percentage to total sales
Hatchback sales of imported car manufacturers' totals to c. 6% of whole sales.
Resource: Hyundai Motors
Recommendation 2 - Restructure Brand Portfolio
+ Need one more leading model such as SUV!
Average age of getting the job is increasing
Recommendation 1: Re-target
To New 30's
Domestic sales by age
Biggest buyers are ages of 30s
What cars 20s buy?
*20s register cars under parents name
People in their
buy PYL car
Average marriage age
Problem 2: Brand portfolio
Perception level of features
Comparison of the degree of importance
when purchasing a car with PYL image
Survey overview on brand image
1. Brand image
2. Exterior design
Perception VS Fact
PYL cars performance is good
External design test
Recommendation 3: Change brand perception
Separate zone for differentiation
Training on PYL with special
emphasis on PYL models’ strengths
E.g: maintenance costs
3. Car delivery
with Zero mileage
4. Collaboration with famous tuning companies
83% of respondents stated that they do not know what D-Spec and Tuix are
5. Put PYL logo on car
2. Delivering the
5 Develop unique competitive advantages
The main reason is brand perception
2. Problems and Recommendations
Response from public
Problem 1: Target
Hyundai put all energy on young generation who would not buy PYL
Image does not change that quick, but it will come
Resource: the Statistics Korea
Domestic VS Imported cars
Resource: Hyundai Motors
Provide Kakao entry level and
low level managers with a car
Reason to start with Kakao Corp:
- broad network connections
- high media coverage
- high influence power